New online game for the incentive travel sector to “experience Sydney” as the city introduces new and refreshed venues and experiences.

Business Events Sydney (BESydney) has launched a gamified selling tool to showcase the destination appeal of Sydney for incentive events from India, Malaysia and Singapore.

The game aims to educate BESydney’s corporate clients in South and Southeast Asia as well as travel agents, inbound operators and industry on the destination appeal of Sydney for incentives. Japan and South Korea will follow as markets open up to international quarantine-free travel.

“Sydney has changed so much while international visitors have been away, and this gamified selling tool is a fun and engaging way to show off these new visitor experiences. Brand new facilities, refurbished hotels and venues and new and updated attractions along with exciting new precincts and revitalised neighbourhoods,” said BESydney CEO, Lyn Lewis-Smith.

“As international markets return, we are facing tougher competition than ever, and we are confident that this initiative will stand Sydney out from the crowd,” she added.

The online game highlights the quirky and playful side of the big city experience in Sydney that international visitors know and love while reassuring them that the city delivers event delivery expertise, world-class business event infrastructure, a safe and secure destination, stellar attractions, as well as appealing climate and rejuvenating natural environs.

The fun and educational game is designed to bring these Sydney experiences to life and has been developed for web-GL, utilising video encoding and 3D animation sequences that feature a combination of gamified track experience, quirky Aussie koala guide, postcards and destination footage.

The strategy and purpose of the game is a new concept that hasn’t been done in Australia before. Users race around Sydney’s streets, collecting points to win prizes. By visiting new attractions and precincts online, corporate companies and incentive agents can learn more about the various venues and what they offer event organisers.

The game allows players to drive around Sydney as a koala, visiting venues, learning about products and experiences along the way, and collecting points by answering riddles and questions about Sydney. Points will determine a player’s position on the leader board and prize vouchers will be awarded to players in top positions until 22 August 2022.

“Tourism is a highly experiential industry and gamification is an ideal way to allow users to experience the destinations themselves. The Experience Sydney game has been designed to allow the player to discover Sydney as an event and experience destination and showcase safety and infrastructure in a fun way,” Lewis-Smith said.

Sydney venues and attractions featured include the Sydney Opera House, Luna Park Sydney, Bondi Beach, Taronga Zoo Sydney, Barangaroo Dining Area, Doltone House Jones Bay Wharf, Crown Sydney, ICC Sydney, Sydney Town Hall, WINX Stand at Royal Randwick and Watersedge at Campbell’s Stores.

Nearby regional experiences were also showcased as they are commonly sought after by international event planners. BESydney research shows that 52 per cent of Asian incentives included regional components. Activities and regions included are quad biking and cable cars in the Blue Mountains, Hunter Valley, Port Stephens, Glenworth Valley and Central Coast.

BESydney Director of Corporates and Incentives, Sinead Yeo, said, “Sydney is a safe and secure destination with an appealing climate and incredible natural environment. That combined with its excellent business facilities and infrastructure, stellar attractions and local activities make it the ideal location for incentive events.”

Tourism Australia supported the project via its Business Events Advance Program, which partners with the industry on activities that aim to increase the number and value of international business events for Australia.

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